Description Assignment:
Assessment Criteria The following criteria will be used to assess the written assignment:
– Relevance to the question
– Accuracy of information/argument
– Demonstrated links to corresponding readings
– Clarity of expression.

Case Study – AccorHotels
Faced with the growing competition from Airbnb, the executive team of AccorHotels in Australia decides to conduct research to inform its decision relating to developing a strategy that focuses on the following attributes that distinguish its budget hotel group, including Ibis and Mercure, from Airbnb.
1. Security
2. Online booking
3. Price
4. Socially responsible hotel operations
5. Loyalty program

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You are required to write a report after performing analysis on the data collected. As stated in the research proposal presented to the executive team of AccorHotels, the following four research questions would be examined:
1. Is each of the five hotel attributes rated by Ibis or Mercure guests greater than “Neither important nor unimportant”?
2. Is age significantly associated with how important each of the five hotel attributes is evaluated?
3. Is there a significant difference in importance attributed to each of the five hotel attributes between guests who travel with kids and those who travel without kids?
4. Is there a significant difference in the importance attributed to each of the five hotel attributes by customers with different levels of total household income before tax in 2019?
Write a data analysis report that provides the results for each of the four research questions. Moreover, you will make overall recommendations to the executive team of AccorHotels in Australia in terms of how the research findings can be used to inform management decisions focusing on the hotel attributes that are likely to help AccorHotels to maintain or improve its competitiveness against Airbnb.
Report Structure
Executive Summary
This section should provide a brief overview of the data analysis report. You should summarise the subject matter, the method of analysis, the findings and recommendations and any limitations of the report. It is suggested that the Executive Summary is the last section that you write.
Provide a brief background to the case to put your analysis in context. Provide a discussion of the objectives of your analysis.
Research Design
Discuss the data collection process and the sampling procedures that were applied. In this section you should also outline the ethical considerations that would have been taken into account when collecting data from this survey and reporting your results. This section should include references from at least three credible sources, such as textbooks or journal articles.
Hypothesis Development
You need to develop hypothesis linked to each question on Pages 2 and 3. You should mention the question first and then write corresponding null and alternate hypotheses.

For example:
Question: Are female and male supermarket shoppers different in their support for plastic- free shopping?
Null hypothesis (H0): There is no significant difference between female and male supermarket shoppers in their support for plastic-free shopping.
Alternate hypothesis (HA): There is a significant difference between female and male supermarket shoppers in their support for plastic-free shopping.
Statistical Technique and Justification:
You should categorically mention which statistical technique is used to test a hypothesis. Sufficient justification should be provided for choosing a statistical technique. You should mention whether you are comparing the means or measuring the degree of relationship between/among the relevant variables. Use and cite the textbook and/or other credible academic references to guide the development of this section.

Results, and Statistical and non-statistical Interpretation:
In this section, you should present your empirical results and then provide statistical and non- statistical interpretation of the results.
Statistical interpretation:
Non-statistical interpretation:

Analysis and Summary of the Statistical Results
Synthesise the hypothesis test results as they relate to the four key research questions stated in Page 2 and Page 3.
Report a summary of your key findings and the conclusions that can be derived from this analysis.
Provide recommendations to AccorHotles, Australia. Each recommendation should be linked to one of your key findings presented in the previous section. Bullet points can be used for the recommendations.

American Psychological Association (APA) 6th Edition of referencing style should be followed. You can find helpful examples of APA 6th ed. as well as at Example
Zikmund, W., Babin, B., Carr, J., & Griffin, M. (2013). Business research methods (9th ed.): Cengage Learning.

Course Materials Required Text:
Zikmund, W.G., Babin, B.J., Carr, J.C. & Griffin, M. (2013) Business Research Methods, 9th ed. USA: South Western. ISBN: 9781111826925
Please refer to the course Blackboard site for details of additional recommended texts.

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